The atmosphere at last week’s IMEX America 2025 was electric! The pace of change in the meeting and hospitality industries is accelerating and forcing organizations to rethink how they sell, plan, and collaborate. The rapid rise of AI-driven tools, budget uncertainty, and shifting buyer expectations are moving us into an era focused on reinvention, readiness, and resilience.

Hotel and Customer Insights: The Shifting Ground Beneath Group Sales

The Multi-Date Dilemma

Corporate planners are increasingly placing multiple date patterns on hold for the same program. This approach provides flexibility amid 2026 budget uncertainty but makes forecasting difficult for hotels.

Forward-thinking sales teams are using smarter business intelligence tools and real-time dashboards to monitor this behavior, reclaim inventory, and adjust pipelines more dynamically. Agility is becoming a differentiating factor..

Currency Shapes Incentive Travel

Incentive travel demand remains strong, but destination choices now depend heavily on currency stability. Fluctuations in exchange rates are affecting companies’ decisions on event locations and budget distribution.’ To stay competitive, many hotels are offering pricing flexibility through rate-lock options and multi-currency quotes that help clients plan confidently in unpredictable conditions.

Renovation Nation

“Renovation” was the word heard most often at IMEX. From major convention hotels to boutique resorts, properties across every brand are in some stage of upgrade or redesign.

While these projects signal long-term optimism, they create short-term challenges such as displaced groups, compressed availability, and temporary oversupply in markets like Dallas, Nashville, and Orlando. Hotels that maintain clear and open communication during this process are better positioned to preserve client relationships.

From Farming to Hunting

Hotel sales teams are adopting a new mindset. The passive era of waiting for inbound RFPs is over, replaced by a proactive and strategic approach to business development.

Teams are now using AI-assisted proposal systems and advanced prospecting tools to identify opportunities earlier, personalize outreach, and build stronger relationships. The focus has shifted from managing leads to generating them.

Retaining the Loyal Few

Hotels are refocusing on loyal customers and repeat group business. Many properties are introducing rate freezes, extended booking windows, and multi-year rebooking incentives to encourage long-term commitments.

This trend highlights a broader shift toward relationship sustainability. Long-term partnerships are being valued more than short-term wins.

Technology Insights: From Fragmented Tools to Connected Ecosystems

Exploring the IMEX show floor is always a look into the industry’s technological future. This year’s exhibits confirmed a significant shift toward integration and interoperability. The age of disconnected tools is coming to an end, replaced by fully connected ecosystems that streamline every step of the sales and event journey.

All-in-One Event Ecosystems Take Center Stage

A key theme this year was the growing adoption of end-to-end technology platforms that bring together CRM systems, proposal creation, electronic signatures, menu management, and even 3D event visualization in one unified experience.

For hotel sales teams, this means less time spent switching between systems and more time focused on relationship-building and revenue growth. Platforms like those from SalesAndCatering.com demonstrate how integrated systems can simplify workflows by connecting CRM, digital proposals, RFP forms, online menus, and floor plan mapping. The takeaway is not about any single platform but about how integrated technology can improve efficiency and help teams focus on winning more business.

Tools That Empower Planners

Event planners are also embracing more advanced technology to increase their competitiveness. Proposal builders, RFP systems, and CRM-style event tools allow planners to present destinations with more precision and collaborate with hotels in real time.

This growing technological alignment is improving transparency and enabling both hotels and planners to make faster, more informed decisions.

AI-Powered Photos and Videos Steal the Show

One of the most discussed innovations at IMEX 2025 was the use of AI to create instant branded event photos and highlight videos. These tools help planners deliver more immersive and personalized experiences while saving time and cost.

For hotels, the same concept applies. Using AI-driven visuals and interactive proposals can make it easier for clients to imagine their event before they book, creating a stronger emotional connection and higher conversion rates.

The Industry is Ready

IMEX America 2025 made it clear that the meetings and hospitality industries are entering a smarter and faster era. The winners will be those who can adapt quickly, sell proactively, and leverage technology that brings efficiency and insight to every interaction.

For hotels, the goal is not only to automate but to align teams, technology, and strategy to drive faster decisions and stronger relationships. The future belongs to those who act with intention and are prepared for what comes next, rather than waiting for it to arrive.

Mike Pavicich
Vice President of Global Sales
SalesAndCatering.com, LLC